by dev@gerundio.com.mx | April 15, 2026 | Our ideas, Research and Strategy
Why are your rewards killing emotional loyalty? The risk of transaction over connection There's a recurring phenomenon in loyalty strategies in Mexico: companies that buy their users' attention, but never their preference. They...
by dev@gerundio.com.mx | April 15, 2026 | Our ideas, Research and Strategy
From Data to Sensemaking: Why Your Loyalty KPIs Are Lying to You In the world of User Research, we know that a number without context is a dangerous hallucination. In Mexican organizations, it's common to see dashboards that shine with...
by dev@gerundio.com.mx | April 15, 2026 | Our ideas, Research and Strategy
The Engagement Trap: Why Customer Attention Isn't Loyalty Author: Elena Benitez, CEO & Founder of Gerundio. In the earnings calls of most companies in Mexico, customer engagement is often presented as the indicator of...
by dev@gerundio.com.mx | March 5, 2026 | Our ideas, Research and Strategy
Loyalty as the Most Profitable Financial Asset in High Interest Rate Environments
Author: Elena Benitez, CEO and Founder
The current financial landscape has changed the rules of growth. With high interest rates, capital is no longer cheap, and with it, the strategy...
by dev@gerundio.com.mx | March 5, 2026 | Our ideas, Research and Strategy
The Hidden Cost of Ignoring Churn In retention analysis, metrics typically tell us how many customers are leaving, but rarely explain the real "why." Many organizations operate under the false premise that churn is a pricing decision that...
by dev@gerundio.com.mx | March 4, 2026 | Our ideas, Research and Strategy
Design doesn't end at checkout: Post-sale as brand evidence In the design of complex systems, there is a critical blind spot: the belief that design is a tool for visual seduction for closing a transaction. For us at...
